B2B marketing is changing faster than most marketers can grasp and act on. In this session from LinkedIn, you’ll learn key emerging trends in B2B marketing and find out how programmatic advertising can help B2B advertisers capitalize on new opportunities. The presentation aims to challenge you to question conventional marketing wisdom and rethink how to build brand and generate revenue through programmatic.

1. 1
B2B TRENDS
F O R T H E
C O N T R A R I A N M A R K E T E R

2. Hi, I’m Jon Lombardo
2
FOLLOW ME ON LINKEDIN

3. 3
How
We Think
About Trends

4. Our Trends Are
Contrarian By Design
ContrarianConsensus
Wrong Right
Source: Howard Marks 4

5. Our Trends Are
Actionable Today
“The future is already
here — it's just not
very evenly distributed.”
– William Gibson
5Source: William Gibson

6. 6
START
WITH WHO

7. Most Marketing Today Is
*Not* Customer-Centric
of buyers say
advertising is relevant
to them3%
7Source: Infolinks study on “banner blindness”
only

8. Real Customer-Centric Marketing Is
Radically Individualistic
Source: Netflix Blog On “Artwork Personalization” 8

9. That Means Even The Smallest Detail Is
Informed By Data
9
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization”

10. Conversely, Most B2B Personas Are
Informed By Guesswork
Rachel
From Research
Sarah
From Sales
Peter
From Procurement
10Source: Your Guess Is As Good As Mine

11. Artificial Intelligence
Engagement
Machine Learning
Malware
Phishing
Security Hacker
Risk Management
0 1400400 1000
Enter “The Netflix Era”
By Starting With Data-Driven Personas
TRENDING CONTENTWEBSITE DEMOGRAPHICS
11Source: LinkedIn

12. 12
FIRST
TO MIND

13. Being First To Market Isn’t Enough
Source: 22 Immutable Laws of Marketing
Altair 8800 Apple
13

14. MARKETSHARE
BRAND AWARENESS
0% 10% 20% 30% 40% 50%
40%
20%
0%
60%
Source: American Marketing Association Study, “How Brand Awareness Aids Profitability”
Unless You Are Also First To Mind
14

15. If You Can’t Be First To Mind,
Invent A New Category
Lindbergh Earheart
Source: 22 Immutable Laws of Marketing 15

16. Emerging
Awareness
Strong
Awareness
Weak
Awareness
No
Awareness
Find “First To Mind” Opportunities
ENGAGEMENT
REACH
High
100%
High
100%
Low
0%
Low
0%
HEALTHCAREVALUE-BASED CARE
16Source: LinkedIn

17. 17
THE
ORIGINALITY
DELUSION

18. Marketing Is Obsessed With Newness
CREATIVE
BRIEF
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
NEVER BEEN
DONE BEFORE
18Source: All Creative Briefs

19. But New Isn’t What Sells
2009
19Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign”Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure”
new ad campaigns
outperform old campaigns
1 5
only
in

20. What Sells Is Relevance + Familiarity
63%
34%
RELEVANCE
ORIGINALITY
What Do CXOs Want From
Thought Leadership?
20
2x
Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation”

21. Don’t Sell “Original,” Sell “MAYA”
21Source: Raymond Loewy, “MAYA Principle”
MOST ADVANCED, YET ACCEPTABLE

22. In B2B, That Means
Investing In A Familiar Franchise
22Source: LinkedIn

23. 23

24. 24
Marketers Have Chosen To Imitate
The Newspaper Model
24

25. Hollywood Has A More Profitable Approach:
The Blockbuster Model
25

26. In 2016, Disney made only 13
films, including the top four
highest grossing films of the year.
1. Hollywood Tells Fewer Stories
Captain America: Civil War ($1.15 B)
Zootopia ($1.02 B)
The Jungle Book ($955.6M—$1B)
Finding Dory ($916.4M—$1B)
26

27. 2. Hollywood Tells Older Stories
27

28. 3. Hollywood Sells Total Merchandising
Source: Revenues & Profits, “Understanding Disney’s Business Model” 28

29. The Blockbuster Formula Works In B2B
29

30. MQLNO YES REVENUESALESNURTURE
BLOCKBUSTER
Blockbusters Build Brand + Demand
30

31. 31
YOU ARE WHAT
YOU SIGNAL

32. Which Ad Looks
More Expensive?
32

33. Signaling Explains
Why Expensive Advertising Works
“The fact that a product is heavily
advertised -- regardless of its
message -- is evidence to the
consumer that the quality of the
product is high.”
33

34. That’s Why Companies Like Apple
Only Buy The Most Expensive Inventory
34

35. And Yet, Most Media Buyers Want
The Cheapest Inventory Possible
35

36. So Are Your Ads Reassuringly Expensive,
Or Worryingly Cheap?
36

37. THE WAR ON
BRAND

38. Brand Marketers Are
Losing The Budget Battle
2007
47%
2016
72%
38Source: IPA Study, Marketing Effectiveness In The Digital Era

39. Direct Response Wins In The Short-Run,
But Brand Wins In The Long-Run
Source: IPA Study, Marketing Effectiveness In The Digital Era
70%
60%
40%
10%
30%
0%
50%
20%
0 — 6 7 — 18 19 — 30 > 30
CAMPAIGN DURATION
Months
ACTIVATION EFFECTS
MARKET SHARE EFFECTS
39
% REPORTING
VERY LARGE
EFFECTS

40. This War Isn’t Worth Fighting,
Negotiate A Truce With The “60:40 Rule“
% ACQUISITION
BUDGET
# OF VERY
LARGE EFFECTS
10
8
6
2
4
0
0 20 40 60 80 100
40Source: IPA Study, Marketing Effectiveness In The Digital Era

41. ACQUISITION
ONLY
0.2%
Source: LinkedIn Data
1.5%
1.0%
0.5%
0.0%
BRAND &
ACQUISITION
1.2%
Conversion Rate
Synchronize Brand And Demand
To Optimize Performance
41

42. 42
How
Can I Apply These
Trends Today?

43. 1 ​Build dynamic personas using 1st party data.
2 ​Be first to mind among potential buyers.
3 ​Appreciate that old ideas often outperform new ideas.
4 ​Develop blockbuster franchises to breakthrough.
43

44. 5 ​Reach those audiences in premium contexts.
6 ​Balance short-term and long-term ROI with the 60:40 rule.
44